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Report of Group 5 MBA G233 DURA Paints Sent To Dr. Moshira
Report of Group 5 MBA G233 DURA Paints Sent To Dr. Moshira
presented to:
Dr. Moshira
Gamil
The Arab Academy for Management, Banking and Financial
Sciences
Preface
This assignment represents the product strategy of DURA Paints brand which
produced by SUGEST Company “one of Al-Arifi group companies”, The assignment will
cover the following titles:
We suppose that strategies are chosen after analysis of both primary and secondary data in
the market research in Saudi Arabia paints market.
Table of Contents
Introduction:................................................................................................................................................
1- Identification of 5 product Levels:...................................................................................................
2- Identification of product classification regarding tangibility& durability:.......................................
3- Identification of the key product differentiators...............................................................................
4- Identification of the service differentiators......................................................................................
5- Specifying products Systems:..........................................................................................................
6- Specifying product mix....................................................................................................................
7- Specifying packaging opportunity.......................................................................................................
The Arab Academy for Management, Banking and Financial
Sciences
The Arab Academy for Management, Banking and Financial
Sciences
Introduction:
German Metal Surface Treatment Company “SUGEST” was established in 2003 in Riyadh,
Kingdom of Saudi Arabia as the specialty chemicals’ manufacturing & marketing arm of Al
Arifi Group of Companies. In collaboration with German Technology, the first venture was
the Metal Surface Treatment Chemicals’ production and later on established various
production lines for other chemicals categories.
Here in the marketing plan, we are dealing with the DURA brand which is a painting product
produced by SUGEST Company -the manufacturer and supplier- which has been doing
business for around twenty years. Currently operating with more than 500 employees the area
of business covers Saudi Arabia entirely. The case product is supplied to some of Saudi’s
largest paint wholesalers and also in a narrow range exported to foreign markets outside
Saudi. The company also has its own sales outlets to cover the main regions in the Kingdom.
Some of the product portfolio for DURA brand:
1- DURA NC System.
2- DURA Epoxy System.
3- DURA PU System.
4- DURA Alkyd System.
5- DURA Quick Dry System.
6- DURA Thinners.
7- DURA Wood Stain System.
Here we will illustrate the product strategy of DURA brand of SUGEST company “German
Metal Surface Treatment Chemicals Company”.
The Arab Academy for Management, Banking and Financial
Sciences
1. Width, which can be defined as: how many different product lines the company
carries.
2. Length, which can be defined as: the total number of items in the mix.
3. Depth, which can be defined as: how many variants are offered of each product in the
line.
4. Consistency, which can be defined as: how closely related the various product lines are in
end use, production requirements, distribution channels, or some other way.
So, according to previous four definitions, we can specify products mix as following table for
both Width, Depth, and Length:
Systems (Products No of
Products Depth
Width) Variants
Gloss.
15 Dura NC Top Coat (Red 302) Gloss.
DURA NC Sealer
Dura NC Sealer (LIGHT COLOR
1
DEGREE).
2
Dura NC Sealer (DARK HONEY
2
COLOR DEGREE).
DURA NC Varnish
1 Dura NC Varnish High Gloss.
2 Dura NC Varnish MATT. 3
3 Dura NC Varnish SEMI-GLOSS.
DURA NC Clear Putty
1 DURA NC Clear Putty 1
DURA NC Solid Color Putty
1 DURA Grey NC Putty. 1
DURA PU Top Coat (Solid Colored System)
1 DURA PU Top Coat White
2 DURA PU Top Coat Blue 5002
DURA PU Products :
4
3 DURA PU Top Coat Grey 712
4 DURA PU Top Coat Off-White
DURA PU Sealer:
1 DURA PU Sealer FD 1
DURA PU Varnishes:
1 DURA PU Varnish High Gloss 3
3 DURA PU VarnishMatt
DURA PU Hardener:
1 DURA PU Hardener FD 1
DURA NC Thinners
1 DURA 833 Thinner
2 DURA Cryl Thinner
4
3 DURA Prime Thinner
Thinners
Products Consistency: All products are concentrated through same channels, and customers.